AU2021202010A1 - System and method for the creation, distribution and tracking of advertising via electronic networks - Google Patents

Abstract

SYSTEM AND METHODFORTHECREATION, DISTRIBUTION AND TRACKING OF ADVE RTISING VIA ELECTRONIC NETWORKS ABSTRACT System and method are disclosed. The system comprises a database configured to store a plurality of records comprising one or more commands for retrieving one or more of a plurality of electronic content files designated by one or more advertiser users and one or more commands for assemblingand presenting the one or more designated electronic content files as an electronic advertisement at one or more of a plurality of advertisement presentation locations; and one or more parameters for presentation of the electronic advertisement at the one or more advertisement presentation locations. The system further comprises one or more computing systems operable to generate billboard code for placement at a particular one of the one or more advertisement presentation locations; select, in response to a communication from the billboard code over a network, a particular one of the plurality of records; and provide instructions for the billboard code to retrieve one or more of the plurality of electronic content files associated with the particular record and present the retrieved one or more electronic content files as a displayed advertisement in an area designated by the billboard code.

Description

TITLE: SYSTEM AND METHOD FOR CREATION, DISTRIBUTION AND TRACKING OF ADVERTISING VIA ELECTRONIC NETWORKS NON-PROVISIONAL PATENT APPLICATION SPECIFICATION TO WHOM IT MAY CONCERN:

BE IT KNOW THAT I, Brad Krassner, Nikolai Mentchoukov, Fred Bernstein and Alan Edwards, each having a correspondence address of 930 Washington Avenue, 5th Floor,

Miami Beach, Florida, have invented a new and useful system and method for the creation, distribution and tracking of advertising via electronic networks, of which the following is the Specification.

This application is a divisional application of Australian Patent Application No. 2019204227, a divisional application of Australian Patent Application No. 2016200477, in turn a divisional application of Australian Patent Application No. 2013200392, in turn a divisional application of Australian Patent Application No. 2006331610, a national phase entry of International Application No. PCT/US2006/048805, which ultimately claims priority from U.S. Provisional Patent Application Serial No. 60/753,536 filed on December 4, 2005, all of which are incorporated herein in their entirety by this reference. The benefit of Title , Section 119 of the U.S. Code is claimed based on said provisional application.

COPYRIGHT NOTICE A portion of the disclosure of this patent document contains material which is subject to copyright protection. The copyright owner has not objection to the facsimile reproduction by anyone of the patent document or the patent disclosure as it appears in the Patent and Trademark Office Patent file or records, but otherwise reserves all copyright rights whatsoever.

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[0001] TITLE: System and Method for Creation Distribution and Trackin of Advertising Via Electronic Networks.

BACKGROUND OF THE INVENTION

A. Technical Field for creation and

[0002] The present invention relates generally to methods and systems

distribution of advertising, promotional and informational electronic communications regarding same at desired products and services via computer and communication networks, and displaying

locations. More specifically, the present invention is a system and method for creation of ads electronic advertisements using digital content made available for licensing, and placing the

at desired network locations utilizing an auction of designated advertising space at desired

locations on a network.

B. Background networks as an

[0003] Advertisers seeking the global reach of the Internet and other electronic

effective and efficient medium for disseminating advertisements to consumers have had to deal

with various limitations in technology and methods. From the advertiser's perspective, there are

two main tasks to accomplish: 1) creation of an effective ad; and 2) effective placement of the

ad. From the ad publisher's perspective there are also two main tasks to accomplish: 1) display

of the highest revenue-producing ads; and 2) reducing the amount of work necessary to place,

maintain, track and process payments for advertising. The creation of electronic advertising

content can be an expensive task for those that take the traditional route of either creating content

internally or engaging a third party contractor to create same. While there are sources of pre

existing electronic content that can be used in exchange for payment of a fee, because of content

provider system limitations in the ability to track usage activity with respect to the content, an expense that usually the fee is a flat fee payable up front, which makes the use of such content users must incur beforehand. This method does not allow foroptimization .of return on because if the investment, or "RO," with respect to ads based on real-time ad response, advertising content is not working effectively, to change the content would mean losing all invested in the purchase of that content. This also can result in content licensors not maximizing the revenues generated from their content. campaign. 'The ad must

[0004] Effective placement of an ad is crucial for success of any ad the reach the proper audience and as large an audience as possible in order to maximize

effectiveness of the ad in generating business for the advertiser. Ad display space costs money

as well, and advertisers therefore need to make sure that the display locations they select for their which is dominated ads produce an acceptable ROI to be worthwhile. In the case of the Internet,

by a large number of personal and special interest websites with relatively low traffic, a simple

method for publishers to place advertising on their web sites for optimal return is necessary.

Internet advertising charging methods include the pre-pay or billed cost-per-impression, or to place their "CPM," or cost-per-click, or "CPC," models, wherein advertisers pay publishers

advertisements on a website according to the number of impressions served, or. click actions

taken on the advertisement. Usually these transactions are done through a third party agency

who receives commissions based on a percentage agency discount offered by the publisher.

[0005] Methods currently in wide use for placing ads on electronic networks such as, for

example, the Internet, are conceived primarily for the search engine business model, and work

with an auction or bidding process to influence the position of a search listing within a search

result list. Typically the advertiser pays a monetary amount every time action [such as a click] is

taken on the listing. The auction can take into account a number of variables including cost-per click, or "CPC" bid amount and the click-through rate of the advertisement. The advertiser sets up an account at the search engine, submits an ad for listing, enters keywords, and a cost-per click monetary bid for placement of the ad. When the advertiser enters a bid amount the system then compares the bid amount with other bid amounts for the other ads that reference the same search term and generates a rank value for all search listings having the same search term. The rank value generated by the bidding process determines where the advertiser's listing will appear on the search results list page that is generated in response to a query of the search term by a searcher located at a client computer on the computer network. This system and method was effective in increasing the relevancy and "ROI" of contextual advertising by using corresponding search terms for the advertisement and the search listing, and offering a cost-per-click auction method so advertisers paid a desired amount only when their listing was clicked.

[0006] There remains a long felt need for publishers to easily and efficiently create and display

advertising and for businesses to optimize their advertising expenses while increasing effectives

of their advertising campaigns. Advertisers would benefit greatly if a system was available for

them to easily and cost-efficiently procure quality digital content and create electronic ads using

such content and then also direct, control and manage placement of the ads in all desired network

locations all via one system, with allcontent usage and ad placement charges processed and paid

forvia one system. Advertisers would greatly benefit from asystem that manages advertising

costs by allowing them to use third party digital content on acost-per-use basis and also pay for

ad space for the ads created using such content indesired locations and in response to desired

keywords on a cost-per-click basis with payment from the advertiser to both the content licensor

and the ad display location owner being processed each time the ad content is used by displaying

the ad at the particular display location. They would further benefit from being able to manage and ad their ad content composition and placement and make changes to their ad content placement ROI or other placement quickly and easily based on their assessment of ad and ad effectiveness measures made possible by tracking data gathered by such a system. As discussed below, the present invention is such a system.

[0007] Previous methods only allow for simple text ads, or listings that link to web page. Larger

rich media and professionally designed display ads are proven more effective at getting results,

but in the past only available to companies with large budgets. Large professionally design

display ads are more effective then text ads-in getting response, but in the past where not easily

distributed contextually. -Placing large display ads on websites previously would be done by

manually placing code in the publisher's web page, or in the web publishers ad distribution

system, and if the ad was to be updated it had to be re-inserted. There needs to be one place

where anyone who wants to advertise can create a rich media display ad and campaign

parameters, and anyone with a website can place one piece of code in their webpage to display

and traok the advertising. If someone does iot have an ecommerce website, there needs to be a

simple way to upload products. and prices, then connect their online "Store"to advertising they

create.

[0008] The Applicants' efforts to address these needs have included the use of "File Server

Direct Connection" technology, or "FSDC." FSDC is a method to establish a direct connection

between a self-contained self-executing file and a custom network server-based application.

FSDC preferably uses a .swf file or alternately an HTML or AJAX file which sends a query

string directly to a specific URL for a desired network server, without loading variables from the

file or requests to the history object of a user's network browser. The files include instruction

coding that allows the file to establish a direct connection with one or more network servers, servers that when contacted track including servers storing content files that can then be run, and coded within the file the access and use of the content files. Byuse of.swf files with commands to establish connection with a tracking server, the tracking issue with cost per is described and clickimpression/sale electronic advertising schemes can be overcome. FSDC "Method and claimed in the Applicants' pending U.S. non-provisional patent application entitled serial no. 10/316431 filed on December System For File Server Direct Connection," application the specification and 11, 2002 and published on June 26, 2003 (PublicationNo. 20030120727), by reference. The coding of the .swf figures and all other parts of which are incorporated herein be made, file establishes a connection to the tracking server so that a tabulation may server is only appropriately noting the response to the ad. As the communication to the tracking which made once the ad file has been opened, this is preferred over the prior art methodologies, ad or site. In initiate the communication for tabulation prior to completing the link to the desired the window before the earlier many cases, such tabulation is premature, as the user may close for desired material is delivered. The Applicants also have used FSDC in a system and method which is creating and distributing customized rich media marketing and sales materials via email, serial number described and claimed in the Applicant's co-pending U.S. patent application (Publication 10/417,478, filed on April 17, 2003 and published on October 23, 2003

No. US 2003-0200145-Al), as well as an Internet-based system and method for distributing U.S. patent interstitial advertisements, described and claimed in the Applicant's co-pending 17, 2005 application serial no. 10/641,104 filed on August 14, 2003 and published on February all other parts of each (Publication No. US 2005-0038900-Al), the specification and figures and

of which are incorporated herein by reference. The system uses a relational database to execute and access destination dispatching commands to retrieve, assemble and dispatch ads for display pages based on ad viewer click action in response to the ad. The relational database used to execute dispatching commands and click action destinations also stores the command data required to execute the retrieval of selected digital content files previously stored in electronic format in one or more servers, messaging and billing for licensed digital media, enabling the viewer's browser to execute the assembly of the final whole advertising content.

SUMMARY

[0009] The present disclosure builds upon the Applicant's basic FSDC rich media marketing material building and advertisement distribution platforms for electronic ad creation, distribution and tracking described in the above-referenced co-pending applications to provide a novel advertising electronic commerce system and method improving both efficiency and effectiveness for ad content licensors, advertisers and the publishers of the advertisements. Publishers and advertisers can benefit greatly from the present invention, which provides a "one stop shop" for electronic advertising on multiple networks' where everything necessary to effectively display, create, distribute, and track advertising is provided.

[0009a] A first aspect of the present disclosure provides a system comprising a database configured to store a plurality of records comprising: one or more commands for retrieving one or more of a plurality of electronic content files designated by one or more advertiser users; one or more commands for assembling and presenting the one or more designated electronic content files as an electronic advertisement at one or more of a plurality of advertisement presentation locations; and one or more parameters for presentation of the electronic advertisement at the one or more advertisement presentation locations; and one or more computing systems operable to: generate billboard code for placement at a particular one of the one or more advertisement presentation locations; select, in response to a communication from the billboard code over a network, a particular one of the plurality of records; and provide instructions for the billboard code to retrieve one or more of the plurality of electronic content files associated with the particular record and present the retrieved one or more electronic content files as a displayed advertisement in an area designated by the billboard code.

[0009b] A further aspect of the present disclosure provides a method comprising receiving a designation of one or more content files stored in a content server, the one or more content files made available for use in creating an advertisement; receiving one or more parameters for presentation of the advertisement; receiving a designation of one or more of a plurality of advertisement presentation locations on a network for presentation of the advertisement; generating billboard code for placement at a particular advertisement presentation location; selecting, based on a communication from the billboard code, a particular record from one or more records stored in a database; and providing one or more instructions for the billboard code to retrieve and present one or more content files designated in the selected particular record as a displayed advertisement within a space designated by the billboard code.

[0009c] A further aspect of the present disclosure provides a system comprising a system-end computer communicatively coupled with one or more electronic content servers and a network, the one or more electronic content servers having stored thereon a plurality of content files; and a dispatcher server communicatively coupled with the system-end computer and one or more advertisement presentation locations on the network, wherein the dispatcher server is operable to: generate billboard code for placement at the one or more advertisement presentation locations on the network; select, in response to a communication from the billboard code, a particular record stored in a database; provide instructions for the billboard code to retrieve one or more of the plurality of content files designated in the selected particular record and present the retrieved one or more content files as a displayed advertisement in an area designated by the billboard code.

[0010] The present disclosure provides, in further aspects, a system and method for creating electronic advertisements using licensed digital content, and distributing such advertisements for display at desired network locations, including on multiple networks (such as, without limitations, computer networks such as the Internet as well as cellular, wireless, cable, satellite and other networks), whereby the ad to be displayed at a particular network location is selected from a group of ads that reference the same keyword or category and network location via an auction when the display location is acted upon by a network user/ad viewer. The digital content is delivered to designated advertising locations on the network and becomes part of an advertising display composed at the time requested by the network user/ad viewer by using a relational database for storing data required for commands that execute retrieval, assembly and dispatching of the more servers, as well as messaging, licensed'digital content files previously stored in one or licensed content and display of the ad at the tracking, dispay, and billing for both use of the parties that make their digital content available designatedlocationonacost-per-usebasis. Third advertisements on their network locations are for licensing and the publishers that display the their content ana ad space, automatically paid via the system each time an ad is displayed using the ability for both publishers andadvertisersto respectively. The system and method provides benefits of creating anddistributing electronic advertisements, and manage and optimizethe track every aspect ofthe advertisement creationanddistribution process.

the ability automatically accept

[0011]The present inventionprovides ad publisherswith adisplayspacemodule,or placementof advertising at theirnetwork locationsbyproviding locationwherethe ad willbe "billboardmodule"t canbe easily embedded a the network cellular phone displayed,suchas,forexample,ontheadpublisher'swebpage(s)or,installedin This "billboard module' is or avariety of other network devices that display advertising. with acentral dispatcher server that associated with categories or keywords and communicates advertising in themodule. selects advertising and provides instructions to render the their own advertisements and license

[00121The present invention allows advertisers to create advertisements (and alsofor content quality third. party digital content for use in creating their of such thirdparty creators and providers to market their content) with payment for licensing or other pay-as-used content and ad distribution based onacst-per-click, cost-per-impression being accurately trackable. The scheme and with clicks/usage of the licensed ad content ads and include a bid for the display of the advertisers can then associate topic keywords with the websites, search engines, portals or ad at desired network locations such as in specified areas of "billboard module"being requested or other network locationdisplay screens, in response to the advertisement using both content otherwise acted upon. An advertiser can first create a custom the system, or use the advertiser's licensed from third parties made available for selection via a database to execute and run the created .own content, with the instructions being stored in or other network location when advertisement at a desired location of a website, search engine for the ad with the rest of the ad execution requested. The data stored in the database file other charge rates for thelicensed instructions includes the cost-per-click, cost-per-impression or using the content used in the ad, which is the amount that the advertiser will be charged for the advertisement. The licensed content each time the content is displayed to a user as part of amount that the advertiser data stored in the database can also include the cost-per-click or other search engineuser "bids"fordisplay of theadvertisement at certain locations on the website, specified topic keywords are search results screen, or other network location display screen when used as search queries. The system selects the advertisement to display in a designated ad space display of their ad at the by conducting anauctionbasedonthe bids placed by the advertisers for the"billboard location. Theauction.isconductedimmediately upon the request and initiation of awebpage, module"byanetworkuser/adviewer.Ifthe advertisement is meant to display on theauction will begin when the web page containing the embedded billboard module isserved.

Like any page on the Internet, this page may be requested in a variety ways, including entering a

URLaddress inabrowser URLfield, initiating a search by entering a specified search terminal anyweb search engine websiteorclickingonthe specified link, button brother symbol on

advertising content.Inthcaseofsearch engines, the auctioned adspace ispreferablyspace results list, which on the user query search results page other than inthe actual search

distinguishes the present invention'sauction from those often usedwithrespecttothepreferred placementofadvertiser listings insearch results listings. In fact, present invention's methodof query operation; the auctioning ad space operates completely independently of any search engine space, not just space on a search auction of ad space can be implemented with respect to any ad have no direct relationship to engine screen. Also, ads may be displayed after a search query that to display second generation the search query keywords, making it possible for publishers an ad may appear for a diet relevant ads. For example, when someone searches for bathing suits, as a topic keyword, product, because the ad module on the search result page contained "diet"

The module may be placed in cell phones or physical electronic billboards presenting advertising a phone is opened, or based on as a result of auctions initiated at certain times of the day or when advertisements of other customizable parameters. This also can prevent publishers from running

their competitors, which is something that is not doable under current keyword advertising

systems. customizable parameters to select

[0013] The auction comparison can take into a account various topic keywords, the ad to be displayed at a designated location, including without limitation, as the cost-per categories, the advertisers' CPCCPMbids and the ads' click-through, as well

click, cost-per-impression or other cost-per-use license fee for the licensed content comprising

the ad. a dispatcher server, containsdata

[0014] The system's relational database, housed preferably in file hasa files with the parameters and execution instructions for ads, and each ad parameter of the swf uniqueidentifier.Theadvertisingspace module or "billboard module," is preferably

format, or net,.asp, AJAX] and consists of code placed at the ad display location that triggers module adfileselection auction and display of the selected ad when acted upon. The billboard engine or other network may be embedded as an object in aweb page of a website, search or location, or used in aself-contained device, such as a cellular phone or other mobiledevice electronic billboard. When requested or otherwise acted upon by the viewer, the billboard is located. module communicates with the remote dispatcher server where the relational database of available The relational database has all the information necessary to run the auction the auction advertisements and then retrieve, assemble and present the advertising content of can contain winner to the viewer of the designated billboard module. The billboard module instructions, including ad space size location and keywords associated with the ad space and may display more than one ad simultaneously or rotate different advertising in the same ad space. module in The keywords associated with the advertising space may be entered into the billboard a search a variety of ways, including manually by a webmaster, or dynamically, such as when is passed to the billboard engine user enters the keyword as a query, in which event the keyword module at the time of the search is executed. can enter information

[0015] The present system provides publishers with an account where they

including their preferred method of receiving payment, address, and other relevant information.

Publishers are also provided the opportunity to select ad size parameters, enter keywords or and select categories to associate with their ad space. The system then generates the instructions a or the code necessary to embed a billboard module at the publisher's ad space. In the case of

website with search functionality, instructions will be generated on embedding the module so

search query words are automatically passed to the module. The publisher is also given an

interface to view metadata associated with the billboard modules activity, including clicks,

impressions, and amount owed. they can enter

[0016] The present system provides advertisers with an account where

instructions to select ad .content'from a variety of third party owned digital media and put and their together an electronic ad. Here they can also create customized advertising content advertising campaign by entering keywords to associate with the advertisement, the ad display locations desired and the CPC/CPM bid for display of the ad at such locations, regional targeting to deposit funds that is information or other parameters. Advertisers are also provided an account drawn upon based on their advertising activity. They are also provided an interface where they clicks, views, and can view real-time metadata on the advertising campaign activity, including amount paid. and place advertisements on

[0017] Thesystem is intended to be used by advertisers to create existence and third party websites, search engines and other network locations. The system's viewer of the advertisements. operation is notapparent to end user/consumer who is the intended

Thesystemservestheadvertisement files in addition to tracking impressions and click through

ratesinrealtimewhile the advertisement runs. FSDC

[001]Asnoted previously, the present invention, in a preferred embodiment, uses

technologyto process ad viewer activity tracking data. This allows the system to send a tracking toa string withinformation (variables) received from the dispatcher server by the ad file directly

trackingserver. Inapreferred embodiment, the tracking functions of the present invention are

performedin amoreefficient anner thanpriorartsystems. Insteadofredirectingawebsite

user's request asdiscussed above, when network userviews anadvertisementusingthepresent

invention and in response clicksorrequests a URL brother locationaddressfromthe interest, information provided, the network user is taken directly to the URL or other location of The while aquery string is independently sent to the system's tracking server from the ad file. user. performance ofthe tracking server isnot apparent to the network user and cannot affect the

The tracking data ismoreaccurate and canrepresent several different custonizable parameters

sentfrom the destination fileviewed rather than merely counting the number ofrequests.

Furthermore, the use of independent connection processes insures that the network user's system the context of server side data and privacy is not further exposed to the tracking system. Within

sharing, the present invention provides fast and efficient, predominantly one-way

computer system. The communication, without requiring storage of any files on a network user's connections between the ad system, by utilizing FSDC for tracking, directly establishes network

file and the dispatcher server system where the tracking parameters andclick-through

destinations for advertisements are stored in the dispatcher server database by means of a single system such as a web compiled file that does not require an additional network communications to an browser or other supporting application. Specifically, a network connection is established in the encoded URL or other location address, and information is delivered to the tracking server

form of a query string. Differing from a typical browser, or other typical network enabling

software systems, the communication link established by the compiled file is predominantly one

way and non-conversational. Impact on system resources is reduced as overhead support

software is not required. Likewise bandwidth is conserved and issues of privacy are maintained

as minimal information is exchanged without network user interaction or storage of files on the

user's computer memory.

[0019] The present invention improves over prior advertising systems and methods in -many

ways. The'present invention does not embed advertising HTML files within a web page,

providing considerable economies to advertisers in saved labor, time and cost in terms of both

inserting advertisements into web page files, and later changing any of those advertisements. The

present invention functions totally transparently to a network user and which neither

inconveniences nor burdens the user. The present invention does not require a network.user to

download or install on theuser's computer a separate application program specifically to receive to receive such advertising or perform any affirmative act other than normal browsing content advertising. The present invention also provides proper accounting to an advertiser, and tracking user click licensor and ad publisher by accurately and validly ascertaining also allows ad throughs/impressions of fully rendered advertisements. The present invention they receive from running third publishers to maximize the revenues an increase effectiveness the most profitable ads due to cost party ads, by being able to select for display (via the auction) allows advertisers to more per-click and click-through rate statistics. The present invention accurately target their advertising on search engine websites by separating the advertising auction process from the search engine process, allowing for second generation relevancy. The for real-time present invention allows for optimization of advertising campaigns by allowing advertising auctions for available advertising spots, taking into account the amount of available spot at the time it is spots at the time of the action, optimizing the value of the 'advertising fly for display on the network, requested, and by allowing for the assembly of advertising on the basis, and the ability to license quality digital media creative files on a cost effetive cost-per-use in real time and update campaign parameter and creative according to campaign results derived by FSDC tracking. the system

[0020] Additionally, for those advertisers that do not have an e-commerce website,

allowsthemtcreatetheir own online e-comnerce catalog and connect their product orcatalog

ofproductstotheir'advertising. Users can then, when viewing theadvertisement, accessand

review theproduct/catalog information andselect itemsforpurchase. Thesystemprovidesthe products online e-cornmerce functionality to allow users to purchase and pay for the advertiser's

online,whichisavaluablefeatureforthose thatdonot have their owne-comerce capability,

andprovidesaturnkey advertising and-commerce system for users, providing them with the ability to create professional looking large display ads which are more effective in an easyand cost-efficient way.

BRIEF DESCRIPTION OF THE DRAWINGS although other embodiments are

[0021] All of the figures depict preferred embodiments shown. contemplated and the present invention is not limited to the embodiments flow of the present invention.

[0022] FIG. 1 is diagrammatical overview of the communication system components and their

[0023] FIG. 2 is a diagrammatical representation of

interrelationship. among system servers and

[0024] FIG. 3is a diagramnatical overview of the relationship

websiteusers utilizing the system of the present invention. parameter file.

[0025] FIG. 4 depicts a samplesystem dispatcher server database processflow.

[0026] FIG. 5 is aflow chart depicting the pay-peruse content licensing

[0027] FIG. 6is a flow chart depicting the ad spot-auction process flow.

[0028]FIG.7depictsasample system user registration screen.

[0029] FIG. 8 depicts a sample system user log-in screen.

[0030] FIG. 9 depicts a sample advertisement creation input screen.

[0031] FIG.10depicts a sample advertisement click destination input screen.

[0032] FIG.Idepictsasample system user ad size selection screen. and selection

[0033] FIG. 12 depicts asample system advrtisement creative content catalog

screen.,

[0034] FIG. 13depicts sample system ad text andmessaging input screen.

[0035] FIG. 14 depicts asample system ad preview and save screen.

[0036]FIG.15depictsasamplesystemgeographic region designation screen,

[0037]FIG.16depictsasampleadpaymentoptionselectionscreen.

bid data input screen.

[00381 FIG. 17 depicts a sample keyword and maximum plan budget input screen.

[0039] FIG. 18 depicts a sample ad placement screen.

[0040] FIG. 19 depicts a sample target category selection

[0041] FIG. 20 depicts a sample ad budget data input screen. screen.

[0042] FIG. 21 depicts a sample ad payment data input screen.

[0043] FIG. 22 depicts a sample ad publisher website registration identification screen.

[0044] FIG. 23 depicts a sample ad publisher billboard screen.

[0045] FIG. 24 depictsa sample billboard advertising program selection

[0046]FIG.25 depictsasample ad publisherbillboard sizeselectionscreen. screen.

[0047] FIG. 26 depicts asample billboard module custom-ization selection selection screen.

[0048] FIG. 27 depicts asample ad publisher billboard target category

[0049]FIG.28depictsasampleadpublisherbillboardcod copying screen.

for use when billboards

[0050] FIG. 29depicts sample skip/destination URL input screen,

created for an interstitial ad. copying screen.

[005 1]FIG. 30 depicts a sample interstitial ad/billboard URL ad publisher web page,

[0052] FIG. 31 depicts a sample ad publisher billboard location within an shoving billboard module placement at top bar. search engine web page screen.

[0053 FIG. 32 depicts a sample rendered ad in an ad publisher ad parameter

[0054] FIG. 33 depicts a sample ad parameter data base listing showing multiple

files. with data regarding perfoance

[0055] FIG. 34 depicts a sample ad campaign statistics screen

of ads and budget consumption.

[0056] FIG. 35 depicts a sample single ad statistics screen.

[057]FIG.36 describes the system process flow i an embodimentwhereinthebillboard

module is embedded in an informational website. an embodiment wherein the billboard

[0058] FIG. 37 describes the system process flow in

module is embedded in a search engine screen. an embodiment wherein the billboard

[0059] FIG. 38 describes the system process flow in

module is embedded in a mobile device such as a cellular phone. wherein the billboard

[0060] FIG. 39 describes the system process flow in an embodiment

module is embedded in an electronic billboard. product catalog information in

[0061] FIG. 40 depicts a sample system user screen for posting via the the system, enabling advertisement viewers to purchase the advertiser's product/service

system e-commerce functionality. posted by advertisers for sale

[0062] FIG. 41 depicts a sample system screen showing products

via the system.

[0063] FIG. 42 depicts a sample product information and selection page. used in the e-commerce

[0064] FIG. 43 shows a sample check-out and payment screen

functionality provided to advertisers that do not have their owne-conmerce capability.

DESCRIPTION OF APREIFERREDEMBODIME NT OFTHE INVENTION invention is an all inclusive

[0065] According to a preferred embodiment hereof, the present to create. electronic advertising network system and method, including means for advertisers

advertisements.using licensed digital content on a cost-per-use basis, and means for distributing

said advertisements via a "billboard module" and a dispatcher server automatically conducting

an auction to select an ad for display whenever a billboard module on the network is requested a network location it by a network user/ad viewer. When the billboard module is requested at particular communicates with the relational database using the protocol appropriate for the all of the ad parameter files in the network. At this time the auction takes place, first finding the same billboard module associated database for the ads waiting for display that reference the billboard module, then using an keywords or categories and other information passed from be displayed in the ad space. Once the algorithm to determine which ad (s) will ultimately within the designated billboard winning ad of the auction is determined, the ad is displayed file for the ad. This file stores module according to the instructions in the relational database of selected digital media files data required for commands that execute assembly, retrieval as adviewer trackingdata, previously stored in electronic format in one or more servers, as well billingfor licensed digital media and for display ofthe adatthedesignated location,aswellas tothe desired destination where to direct the viewer of the ad, such as, inwebimplementations, more information website page relating to said advertisement, if the viewer desires to obtain web page or othernetwork regarding the advertisement, or to the next or previous designated is stored in anad location. The relational database containing the ad placement parameters and server providing the actual ad and dispatcher server which can be separate from the database digitalmedia files. embodiment comprises: asystem-end

[0066] The system of the present invention in a preferred including computer equipped and configured for Internet or other network communications, file database, and software dispatcher server including an ad parameter and command

applications toexecute an auction to select an ad to be displayed ataparticularnetworklocation; or other network and also including computer processing means and one or more Internet advertisers, communications interface software applications for interfacing with system the creation of anad,including providing a menu screen for advertisers to enter instructions for of digital content for messaging to be included in the ad, selection of an ad template, selection and an area to enter -instructions for an ad the ad which may be licensed from third parties, entry of cost-per-click bids for display of campaign, including seletion.of ad display locations, with the ad, and creating a data file in said the ads and keywords or categories to be associated the billboard server database that contains parameters and commands to be used by dispatcher digital content, messaging, module to provide access to said template advertisement file, licensed media files, the keywords/categories the ad as well as the total cost-per-use of the licensed digital will be displayed and the advertiser's bid will be associated, the network locations where the ad servers configured andequipped fordisplay of the ad at the desired location; one or more content forInternet or other network communications communicatingwithsaidsystem-enddispatcher serverandnetworkuser/adviewer-endcomputer systems and having oneormoredigitalcontent at the publisher end acomputer files stored thereon; an adpublisher interface including and also providing a configured and equipped for Internet or other network communicationS select categories or keywords to menu screen for ad publishers to enter registration information, to embed or install any number of associate with their'-ad spaces and provide instructions modulesestablishcommunicationswith "billboardmodules"ontheiradspaces,which billboard module, causing an auction to be the dispatcher server when an adviewer acts on the billboard like parameters (e.g., the same executed for all advertisements in the dispatcher database with one or more advertisements for keywords, categories and geographical region) and selecting bid for same, and then causing display at the billboard module location based on the advertisers' instructions for the selected ad the selected ad to bedisplayed at the module by executing the anda'etwork user/ad viewer stored in the ad parameter/command file in the dispatcher server; network communications and end computer configured and equipped for Internet or other communicating with said ad space location.

website, the system

[0067] Additionally, for those advertisers that do not have an e-commerce or catalog allows them to create their own online e-commerce catalog and connect their product viewing the advertisement, access and of products to their advertising. Users can then, when The system provides the review the product/catalog information and select items for purchase. for the advertiser's products online e-commerce functionality to allow users to purchase and pay

online, which is a valuable feature for those that do not have their own e-commerce capability, for users, providing them with the and provides a turnkey advertising and e-commerce system effective in an easy and ability to create professional looking large display ads which are more

cost-efficient way.

[0068] As notedpreviously, the auction occurs when abillboard module isinitiatedanywhereon

thenetwork.Thebillboard module then establishes cmmunication withthe relationaldatabase the ad space onthle containinginformation onall of the advertisements ready for display in

network,then sends requestforadvertising. This request includes varietyofinformationnot the size and limited to thekeywords or categories associated with the advertising moduleand based on an dimensions of the available advertising space. The system runs a comparison, that match the keywords algorithm, of all advertisements in the database with keywords takes into account associated with the advertising display location up for auction. This algorithm bid on the a variety of customizable parameters, including, without limitation the CPC/CPM is then advertisement and the click-through rate of the advertisement. The winning advertisement may also be assembled displayed in the advertising space. The advertisement displayed call elements according to instructions in the same or other database. These instructions may module. All from a variety of locations, and assemble them for display within the advertising FSDC. actionstaken onthe advertising content are then sent back to the relational database using as The billboard modules themselves are preferably .swf files, any comparable code such

[0069] code to send and retrieve data and variables .net asp or AJAX that contains all the necessary it establishes communication with the from the dispatcher server. The inodule, when initiated, then the database runs applications required for dispatcher with the appropriate network protocol, communication is sent back to the the advertising auction. Based on the resiilts of the auction, the ad(s) where to retrieve the ad module with instructions on how to assemble and display

template file, files and digital media to present. rich media files, preferably .swf, which is

[0070) The ad template files themselves are preferably such as .net .asp, or AJAX that can be a Macromedia/Adobe Flash format any comparable code can gather from and send information embedded to dynamic. This is a smart rich media file that from any server location. This ad to a relational database and can retrieve and display an ad file as .swf. The .swf file acts as a file may be a static HTML image, or a rich media file such a variety of data, including text template file implements all of the necessary actions to retrieve files including video, instructions messaging, digital media files including picture and rich media and to load a go-to page when it on when to play or to be skipped, to track all custom parameters it is skipped by user, or if an ad is is a appropriate (for instance at the and of the ad or when any server connected to Internet. clicked by a viewer). The template .swf file can be stored on or content database. The The digital media files are preferably stored at a content server dispatcher server, and includes "thumbnails" graphical user interface is stored preferably on the libraries with elements ready or preview displays of the ad content files templates, digitalmedia location of the ad content for licensing on a cost per use basis, and information regarding the the full ad file. It should be files in order to easily identify and manage ads, but not necessarily files can be stored and understood that the ad file and associated messaging and digital media tracking metadata is sent accessed from any server. As the ad plays in the billboard module, and payment to the ad back to the dispatcher server enabling the billing of the advertiser, publisher and owners of licensed digital content. means can have

[0071] The interface'means, processor meansand computer communications browser various embodiments, including, without limitation, use of traditional Internet third party software applications, whether customized for use in the present system, or existing the network applications to provide the advertisements to the user. In a preferred embodiment,

locationwhere thead isdesired contains an embed object command whichactivates the billboard

module when the web page is requested or the location isotherwiseactedupon.Thebillboard

module ispreferably an swf file but may be an asp, netorAJAXfile,thatestablishes in communication with the system-end dispatcher server. The billboard module filenmay reside

any server or other hardware connected to the network. When network users act upon anetwork

location with an embedded billboard module, the billboard module loads inthe viewer'sbrowser

and establishes communication with the dispatcher server. The module then transmits an

identifier, and associated information such as keywords,. categoriesgeographical location, ad

size, etc,to the dispatcher server and the system auction software application conducts anauction

to select the ad to be displayed from those that are associated with and, have placed bidsfor

displayatthebillboardmodule bycomparing all advertisements inthe databasewithlike

parameters andapplying an algorithm thattakes into account anumberofvariablessuchas,

without limitation, cost-per-use bid, click-through rate and then retrieves the selected ad selected parameter/command fle from the database and then communicates the location of the

advertising or advertising template file. The dispatcher then passes all neessary information

from the database into the advertisement template file. The advertisement is then rendered in the according to the instructions in the ad template file,within the ad billboard module, not database. Instructions may include, but are parameter/conmand file in the dispatcher server media content, go-to locations (upon click limited to, text messaging, location of licensed digital That information can be passed to the action by viewer) and other tracking information. then some of the information can be advertising template via a data string that loads the ad and the ad files are retrieved and run, used as part of the tracking string sent from the ad file. When the system calculates and charges the metadata is sent to the dispatcher server using FSDC and and of thelicensed content, specified cost-per-useof the display of the ad at the desired location, pay the content licensor and ad space drawing funds from the advertiser's system account to location owner.

[0072 Referring to Fig.1,which depicts a diagrammatical overview ofth communicationflow

ofthepresentinvention,withoutreferene to any particular type ofnetwork,thereisanad 5which communicates with the system publisher with ad space made available for ad placement account, enter the keywords or. end dispatcher server 126 to create the ad publisher's system ad publisher's ad space, and receive categories that the ad publisher wants associated with the module10tobe fromthedispatcher server 126 the software code comprising the billboard module 10is depicted on the embedded at the ad publisher's ad space 5.In Fig. 1, the billboard icon; and the computer 30is ad publisher's ad space 5represented by the'screen on the computer 2communicates with the dispatcher a network user/ad viewer-end device: Advertiser computer parameters and commands to retrieve server 126 to license content to create an adand enter the

thecontent files, assemble them into the overall ad, preview and display theadatthedesignated

adspace5,alsoincludingthekeywordstobeassociatedwiththead,possiblygeographical, of the ad space 5where the ad timing, or other parameters as todisplay of the ad, the location ad viewer acts upon will be displayed, and a bid for display of the ad at the ad space 5 when an auction that automatically ensues at the billboard module 10 and the ad is the one selected in the 10 is activated. The advertiser's ad the dispatcher server 126 when the billboard module as a file in the ad parameter and command parameters and commands and bid display are stored requests or otherwise acts file database 20 within the dispatcher server 126. When an ad viewer 10 is embedded, the billboard module 10 upon the location where the billboard module and command file database 20 communicates with the dispatcher server-126 and ad parameter 5 isprovided from the and the relevant keywords and other information relating to the ad space billboard module 10 which are used by the system software applicationstoconductanauctionto and other parameters select an adfor display from those that have thecorresponding keywords the auction is conducted and based on the bids placed with respect to such ads for display. Once file forthe ad inthe ad an adis selected, the corresponding ad parameter and command parameterandcommandfile database 20 is activated to retrieve theadcontentfilescomprising at the ad space 5. Meta the adfrom the ad content file server(s) 125, assemble and display the ad for data relating to the ad is sent back to the dispatcher server 126 for tracking and also charging advertiser's account is use ofthe licensed content and display of the ad at the ad space 5. The debited and the content licensors and ad publishers are paid. advertisers via a system

[0073] The system is preferably made available to website operators and to website for use by them after registering as a website advertisement administrator. Referring with the system of FIG. 5, which shows the process flow of the advertising method implemented an ad by executing the the present invention via the Internet, an advertiser creates and places

following steps: administrator 300 310 advertisers are

[0074] Registering with the system as an advertisement uploading directed to a menu where they create their advertising display by entering messaging, content libraries made available through the logos or pictures, selecting from a variety of digital advertising campaign by entering system for licensing on a cost-per-use basis, and create an advertisement,* network location and keywords 'or selecting categories to associate with said location upon click action on the geographical region for the advertisement's display, go-to ad parameter data. Advertisers advertisement, cost-per-use bid, minimum daily budget and other approximate results of are also provided the opportunity to run real-time test auctions to evaluate information are then their campaign with the-parameters they have selected. These items of the billboard module stored as the unique record in the database that can be retrieved and used by parameter and advertisement template file (.swf .asp, .php, .net, AJAX or other file format) the cost-per-use command file for that particular ad placement 330. The record also includes for display of the ad data for all of the ad content files forming part of the ad, and also the "bid" on search engines and/or websites at specified network locations in response to user queries network location where the ad is to be using specified words or other user action at the specified displayed. data is

[0075] After clicking "Save" in the system user screen when the above-referenced in the entered, a unique specific database record containing the speified custom parameters

system's dispatcher server. When a billboard module on the network is requested, a one or more of communication is established with the dispatcher server, and after comparison, in the these specific database. records are requested and the advertising is displayed/placed have their ads module. This placement can be "bid" on by multiple advertiser's that seek to the website operator/ad displayed in such locations, and the system's auction function allows for it to display, i.e., those that generate the displayer to display the ads that are most profitable may contain custom parameters most advertising revenue. This relational database entry also data relating to impressions which, with the help of the FSDC tracking system, willpass tracking particular advertisement for and any actions (clicks on multiple parameters) taken on that future reference. The present tracking and compilation for the website operator/advertiser's required. invention makes serving ads possible without any pre-loading technology administrator, publishers are directed to a

[0076Registering with the system as a publisher and account information as to menu where they enter information including contact information, offered amenutoselect wherethey would like paymentsforadvertising made to. They're also associate with the ad space preferred ad space sizes and dimensions, and enter keywords to

(billboard module) or select from list of categories to associatewiththebillboardmodule.

Uponsubmissionthe code necessary to embed the moduleinawebpageisgenerated,with will also be given on instructions. In the case of a website with search functionality, instructions

dynamically associated keyword requests with the advertising module. embodiment of the present

[0077]Referring now to FIGS. 2 and 3, an overview of a preferred

invention is shown. The present invention includes a system website viewer and publish his own ads on his own site operator/advertiser computer system 108. The ad creator can by others. The computer system 108 or publish on other sites having billboards made available example, the computer comprises input and output devices, as is well-known in the art. For 104, a keyboard 116, a printer 114, system 108 preferably comprises a display screen or monitor the Internet 112 that a mouse 106, etc. The computer system 108 is preferably connected to discussed, serves as one preferred communications medium. The Internet 112, as previously Internet 112 is comprises a global network of networks and computers, public and private. The users 118, 120, 122 and unn in preferred the preferable connection method by system user/advertisement viewer's computer is embodiments of the present invention. The website preferably similar in its features. 108 is shown. The computer system

[0078] Referring now to FIG. 3, the system-end computer dispatcher server 126, a tracking server 124 108, in a preferred embodiment, comprises an ad server), one or more licensed digital content (which can be the same as or part of the dispatcher 125andtracking fileservers 125. The dispatcher server 126, licensed digital content file servers

server 124 preferably r n a variety of operating system environments, includingMSWindows utilize avariety of database NT, MS Windows 2000,*Linux and others, and preferably

management systems, including MS SQL Server, Oracle and others, and ad viewer-end may be

[00793Connectivity between the system user-end, the system-end spirit ofthe present invention. In effected in various forms without violating the scope and linemodemcombination asis well particular, network connectivity may be made by atelephone set-top-box which provides for known in the art, adedicated ISDN line or acablemodem-type Wireless communication Internet connectivity through certain forms of cable television services. of the website user-end can. also be utilized. In each ofthe aforementioned cases, the computer as amodem, ISDN card, and the portion will need to beprovided with asuitable 1/Ocard, such connection. like, in order to effect an appropriate interface with the network delivery of advertisements as a

[0080 In application, the system provides for placement and by theSWF suffix other compiled file. Preferably, this compiled file is aflas hfile identified preferred because of the ability files can be used. The use ofthe Macromedia/Adobe Flash file is nearly all customer computer to provide instructional code within the swf file,and because of nomalInternet browser systems have been enabled with the Flash player as aresult execute in a variety of configuration. Also, .swf files have become more universal, and able to devices. It is to be understood that devices, including cell phones, PDA's, television and other that is capable of operation without under the teachings of the present invention, any type of file of Flash and the .swf file and use the initiation of an additional application could be used in place of a.swf file is not a limitation of the present invention. entry of the specified keyword

[0081] Under the present invention, the clicking of the ad link or placed at the display location as a search query, or other ad viewer action at the billboardmodule file database at the activates the corresponding ad parameter/command file in the ad parameter below: dispatcher server Sample billboard module code is provided KeyFrame # 1

root.stop(); /IGet Objects for Template sendForObjects= new LoadVarso; receiveObjets =newLoadVarso; eventt handler to kickoff root.onLoad = function(){ ithe sendForObjs keywords for ad auction and receive variable that are used for ad population sendForObject.sendForObjs "flashPort"; sendForObjets.sendAndoad(http:e/www.3cdepot.comadAuct on/getAds.asp?keywords="+q+&nocache= +new Date(.getTirneo, receiveObjects, "POST"); ( used in below function to check if our receiveObects object hasloaded receiveObjects.onLoad = receiveObjectsLoaded; Iif object data received, send to next frame function receiveObjectsLoaded(success){ if (success) { /I destroy the objects delete receiveObjectso; delete sendForObjectso root.nextFrameO; }else { (root.errorMsg.text="Error Accessing Database"); }

KeyFrame #2

//createvariables to store ads's clientUlD and userUlD catClientUlD = receiveObjects.catClientUID catUserUlD = receiveObjects.catUserUID; catalogName = receiveObjects.catalogName //create array to store Ad Optional Attributes catArray = receiveObjects.catAttribsist.spltCI') for (n=0; n<catArray.length; n++){ d = catArrayn].split('#'); item = {AdTitle:d[O], AdHeight:d[l], AdWidth:d[2], image src:d[3], url:d[4], message:d[5], subTitle:d[6), bgColor:d[7], textColor:d[8], sound:d[9]} catArray[n] = item; } //remove last object from array since its undefined catArray.popo; /initialize catalog attribute variables from array AdTitle = level0.catArray[0]['AdTitle"]; bgColor =~ 1eve.catArray[]["bgColor"]; AdHeight = levelO.catArray[O]["AdHeight"]; AdWidth = _level0.catArray[0]r'AdWdth"); url = level.catArray(0]["url"]; textColor =_levelO.catArrayO]'textColor"]; inseam = leveI0.catArray[0]["inseam"]; image src~= levelO.catArray[]["image_src"); subTitle =le-velO.catArray[0]["subTitle'"; sound= -Ievel0.catArray[O]'sound"]; /create array to store item and its properties itemPropArray = receiveObjects.itemObjsList.split('I'); for (n=0; n<itemPropArray.length; n++){ d = itemPropArray[n).split('#'); item = {auctionUlD:d[0], adUID:d[l], order-num:d[2], adName:d[3), lmg:d[4], clientUlD:d[5], userUID:d[6], title:d[7], capton:d[]}; itemPropArray[n] = Item;

/remove last object from array since its undefined itemPropArray.pop(; /sort array by orderjnum itemPropArray = itemPropArray.sort~n("order num"); nextFrameo;

Keyframe # 3 root.stop;

/I create array to store to be duplicated clip names clipNames = new Array(; aduplicatemovie I/function which loops through array and generate statement for each item in array I/numtems accepts number up to max items in catalog stored (either flimageDir points to folder structure where images are Illg, or"11/29") movieclip to dupicate //clipToDuicate is the name of the parenttarget path to the imageHolder mc IimageHolderPath is the dot notation

createltems(numitems,imageDir,clipToDuplicate,imageHolderPath,image Spacing) { //for (var h = 0; h<itemPropArray.length; h++){ for (var h =0; h<numltemS;h++) { movieclip I(get theadUl Dfrom array to be used for duplicate name itemObjUlD = itemPropArray[h]["itemUlD'; I/get the adName from array to be used in textfield ItemThumbNail:itemPropArray[h]["thumbNails"]; /get the title from array temTitle = itemPropArray[h]['title"] itemCaption itemPropArray[h]["caption"] toimage //get the clientUlD and userUlD to be used in path clientUlD = itemPropArrayhi["clientUID'" userUD =itemPropArray[h]["userUlD"} //duplicate the movieclip randomNum=random(1000); rootlclipToDuplicate)iduplicateMovieClip(temObUDI randomNum) //store newly duplicated clipnames in array clipNames.push(itemObjUlD); //set the textfieldswith title and caption set(itemObjUlD + imageHolderPath + textF.text", String(IternTitle)); set(iternObjUlD + imageHolderPath + ".captonFtext", String(itemCaption)); //set background color of caption textBox set(itemObjUID + imageHolderPath +

".captionF.backgroundColor, "0x5A6B73") set(itemObjUlD + imageHolderPath + ".captionF.borderColoret "OxCOCCCCC");

/position movie clips if (h<i){ var xpos =5; .

setProperty(itemObjUID, x, xpos); )

else{ xpos = xpos +lmageSpacing setProperty(itemObjUID, x, xpos);

/load thumbnails

loadMovie("http://www.3cdepot.com/ads/images/"+clientUID+"/"+ userUlD+"/imageDire"/ +itemiumbNal itemObjUlD+ imageHoiderPath + ".imageHolder"); } /store the number of items from array to be duplicated arrLength = itemPropArray.length; playO;

KeyFrame # 4 root.stop; I/ create array to store to be duplicated clip names thumbClipNames = new Arrayo; Function which loops through array and generate a duplicatemovie statement for each item in'array inumitems accepts number'up to max items in catalogstored (either //imageDirpoints to folder structure where images are 11,or" 1/2") /fclipToDuplicateisthe nameoftheparent moviecliptoduplicate path to the imageHolder mc //imageHolderPath is the dot notation target

ageSpacing){ Ifor(varh=0; h<temPropAray length; h++){ for (var i= 0; i'numtems;i!++) { I/get the adUlD from array tobe used for duplicate movieclip name th itemObjUlD itemPropArray[i]["itemUlD"] /give special movieclipname designation tothumbnails th itemObjUlD =th itemObjUlD + "th" I/gettheadName fromarrayto be used in textfield th itemThumbNail itemPropArray[iW'thumbNails"]; /getthe clientUlDand userUlD to bemused in path to image th clientUlD = itemPropArray[Il"clientUlID" thuserUlD =itemPropArrai}{"userUID"; //duplicate the movieclip thrandomNum random(10000);

root[clipToDuplicateiduplicateMovieClip(th~itemObjUD, th-randomNum); I/store newly duplicated clipnames in array thumbClipNarnes.puSh(th-itemObjUID); Imposition movie clips if (1<1) * var thjypos =400; setProperty(th~tem~bIlD, _y, th~ypos); else{ thjypos =thpos +imageSpacing; setProperty(th-itemObUlD, _y, thypos);

I/load thumbnails clientUD+"/"+th u loadMovie("http://www.3cdepot.com/ads/images/"+th + imageHolderPath serUlD+'/ T+th_itemThumbNail, th-itemObjUlD

+ ".imageHolderSm"); } //store the amount of items from array to be duplicated thumbArrLength = itemPropArray.length y points /ffunction that places thumbnail clips at specified x and function placeThumbs(clipNum,x,y) { setProperty(thumbClipNames[clipNum] x, x); setProperty(thumbClipNames[clipNum], _y, y); } play;

KeyFrame # 5

/Send tracking parameters if Llevel0.x 1= null && level.x l=""){ loadVariablesNum("http://www.3cdepot.com/ads/counter/?x="+J evel0.x+"&t="+_level0.catalogName+"&c="+_levelp.c+"&p="+_level0.p, 0); } KeyFrame # 6

//call the functions to create ads createltems(arrLength,"1","itemHolderLg","",180);

createThumbs(thumbArrLength,"","itemHolderSm","",60);

53 ,150); placeThumbs(0,3 is in the ad publisher's ad space on a website {0082] A sample of code that is embedded provided below:

<%@LANGUAGE="VBSCRIPT" CODEPAGE="1252"%> <!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtmll transitional.dtd"> 3 <html xmlns="http://www.w .org/1999/xhtml"> <head> <meta http-equiv="Content-Type" content="text/html; charset-iso-8859-l" /> <title>Ad Module</title> </head>

<body> <object classid="clsid:D27CDB6B-AE6D-Ilcf-96B8 444553540000" codebase=-"http://download.macromedia.com/pub/shockwave/cabs/ 400 7 flash/swflash.cab#version= ,0,19,0" width="260",height="

" title="Ad module_1"> <param name="movie" value="http://www.3cdepot.com/ads/module_1.swfkeywords=<% = Request.QueryString("q") %>"I> <param name="quality" value-"high"/> <embed src="http://www.3cdepot.com/ads/modulel.swfkeywords=<% Request.QueryString("q") %>" quality="high" pluginspage="http://www.macromedia.com/go/getflashplayer" type="application/x-shockwave-flash"width="260" height="400"></embed> </object> <body> </html> </html> ad space is provided

[0083] A-sample of code embedded in a search engine ad publisher's

below:

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtmll transitional.dtd"> <htmlxmlns="http://www.w3.org/1999/xhtml"> <head> <meta http-equiv="Content-Type" content="text/html; eharset=iso-8859-1" /> <title>Ad Module</title> </head>

<body> 6 <object classid="csid:D27CDB6E-AE D-11cf-96B8 444553540000" codebase="http://download.macromedia.comlpub/shockwave/cabs/ flash/swflash.cab#version=7,0,19,0" width="260" height="400" title="Admodule_1"> <param name="movie" value="http://www.3cdepot.comn/ads/module_1.swf" /> <param name="quality" value="high" />

<embed src="http://www.3depot.com/ads/module 1.swf" quality="high" p l uginsp age="http://www.macromedia.com/go/getflashplayer type="application/x.shockwave-flash" width="260" height="400'></embed>. </object> </body> </html> server conducts an auction to select

[0084] As directed by the billboard module, the dispatcher to the particular the ad to be displayed from those that have bid for display with reference parameter/command file fromthe keyword(s) or topic and then retrieves the selected ad's ad swf file is embedded). dispatcher server (.swf file or HTML, asap, net, or AJAX file in which

Sample ad auction algorithm code is provided below: CREATEPROCEDURE dbo.abAdAuction (@keywords nvarchar(50) @blockSize INT, @area tinyit,@cityUlDINT, @stateCode varchar(2) @dup postirgUID INT) AS SET NOCOUNT ON BEGIN DECLARE @areaStr varchar(200), @postingSrt varchar(200),@rq varchar(8000),@li NT, @totairatinginBlock decimal(9,4), @procentage decimal(9,4), @numberofrecords INT, @item_table TINYNT, @fakeCategoryUlD INT, @postingUID INT DECLARE @IDtNT, @views decimal(9,2), @clicks decimal(9,2), @percentage decimal(9,4),@bid money, @cnt INT,@ctr decimal(9,4), @rating decima(9,4) DECLARE @numberofBlocks INT, @av.clicks decima(9,2), @av-views decimal(9,2), @av-ctr decimal(9,4), @totalAds tinyint CREATE TABLE #table2 (blockNumber INT, [ID] INT, ctr decimal(9,4), rating decimal(9,4), bid money, [views] INT, clicks INT, rating pr decimal(9,4) viewpr decimal(9,4), postingUID INT) CREATE TABLE tablel ([ID] INT, ctr decimal(9,4), rating decimal(9,4), bid money,[views] decimal(9,4), clicks decimal(9,4), postingUD INT) SET @totalAds = 0 - Get city local-based search result

SET @areaStr =" IF @area <> 0 SET @areaStr = 'AND area='+Str(@area) SET @postingSrt=" IF @dup postingUID <> 0 SET @postingSrt ='AND postingUID <>'+Str(@duppostngUID)

KEYSET FOR SELECT SET @rq ='DECLARE ad-cursor CURSOR SCROLL dbo.adsWHERE ad option = TOP 20 [ID], [views], clicks, bid, postingUlD FROM stop-flag 2 AND cityUID='+Str(@cityUID)+' AND local-flag IS NOT NULL AND IS NULL'+@areaStr+@postingSrt IF @keywords <> FOR SELECT SET@rq='DECLARE ad cursor CURSOR SCROLL KEYSET "

dbo.adsWHERE FREETEXT TOP 20 [ID], [views], clicks, bid, postingUID FROM AND cityUID='+Str(@cityUID)+' (*,'+@keywords+"') AND ad-option = 2 AND local flag IS NOT NULL AND stopjflag IS NULL+@areaStr+@postingSrt EXEC (@rq) OPEN ad cursor SET @numberofrecords = @@CURSOR-ROWS @bid, FETCH ABSOLUTE 1 FROM ad-cursor INTO @D, @views, @clicks, @postingUID SET @cnt=0 WHILE @@FETCHSTATUS=0 AND @ct <20 BEGIN SET @ctr =0 SET @rating =0

IF @views > 0 AND@clicks> 0 BEGIN SET @rating =100 SET @ctr = ((@rating @views) *@clicks) SET @rating (@bid *@ctr) END @clicks, INSERT #tablel VALUES (@ID, @ctr, @rating, @bid, @views, ~potigUD)FETCH NEXT FROM ad-cursor INTO@&D, @views, @clicks, @bid, @postingUID SET @cnt @cnt+1 SET @totalAds = @totaAds +1

END CLOSE ad cursor DEALLOCTE ad-cursor csa or - Get state-based search result (it could be also based on msa, cbsa, other region criteria) IF @totalAds <@block~ize BEGIN SELECT SET@rq 'DECLAREad_cursorCURSOR SCROLL KEYSET FOR FROM dbo.adsWHERE adopt TOP20[ID], [views], clicks, bid, postingUID 2ANDstateCode"'+@stateCode+"' AND ocalolagISNULLANDstojagis NULL'+@areaStr+@postingSr IF @keywords <>" FOR SELECT SET @rq ='DECLARE ad-cursor CURSOR SCROLL KEYSET FREETEXT TOP 20 [ID], [views], clicks, bid, postingUD FROM dbo.adsWHERE (*,`+@keywords+) AND ad -option =2 AND stateCode=`+@stateCode+" ANDlocal flag IS NULL AND stoplag IS NULU+@areatr+@postigSrt EXEC (@rq)

OPEN ad-cursor SET @numberofrecords = @@CURSORROWS FETCH ABSOLUTE I FROM adcursor INTO @D, @views, @clicks, @bid, @postingUID SET @cnt=0 WHILE @@FETCHSTATUS=0 AND @cnt < 20 BEGIN SET @ctr = o SET-@rating = 0

IF @views > 0 AND @clicks > 0 BEGIN SET @rating =100 SET @ctr = ((@rating /@views)* @clicks) SET @rating = (@bid* @ctr) END INSERT tablel VALUES (@D, @ctr, @rating, @bid, @views, @clicks, @postingUID) FETCH NEXT FROM adcursor INTO @D, @views, @clicks, @bid, @postingUID SET @cnt = @cnt+1 SET @totalAds @totalAds +1 END CLOSE ad-cursor DEALLOCATE adcursor END

- Get national search result

IF @totalAds < @blockSize BEGIN FOR SELECT SET @rq 'DECLARE ad cursor CURSOR SCROLL KEYSET ad-option TOP 20 [D], [views], clicks, bid, postingUID FROM dbo.adsWHERE 2 AND stateCode <>'"+@stateCode+'" AND localflag IS NULL AND stopjflag IS NULL'+@areaStr+@postingSrt IF @keywords <> FOR SELECT "

SET @rq ='DECLARE ad-cursor CURSOR SCROLL KEYSET FREETEXT TOP 20 [ID], [views], clicks, bid, postingUID FROM dbo.adsWHERE (*,'"+@keywords+"') AND ad-option = 2 AND stateCode <> "'+@stateCode+'" AND local flag IS NULL AND stopjlag IS NULL'+@areaStr+@postingSrt EXEC (@rq)

OPEN ad cursor SET @numberofrecords = @@CURSOR_ROWS

FETCH ABSOLUTE 1 FROM adcursor INTO @10, @views, @clicks, @bid, @postingUID SET @cnt=O WHILE @@FETCHSTATUS=0 AND @cnt <100 BEGIN SET @ctr = 0 SET @rating= 0

IF @views > 0 AND @clicks> 0 BEGIN SET @rating =100 SET@ctr= ((@rating @views) * @clicks) SET @rating = (@bid* @ctr) END @clicks, INSERT table1 VALUES (@ID, @ctr, @rating, @bid, @views @postingD) FETCH NEXT FROM adursor INTO @D @views, @clicks, @bid, postingUID SET@cnt = @cnt+1 SET @totalAds = @totalAds +1 END CLOSE ad-cursor DEALLOCATE adcursor END - run incaseto fill out without keywords IF @keywords<> "

IF @totalAds <@blockSize BEGIN FOR SELECT SETrq 'DECLAREad_cursorCURSORSCROLLKEYSET stop-flag IS TOP 20[ID], [views, clicks, bid, postingUlD FROM dbo.adsWHERENOT IN NULL AND postingUID NULL AND adoptlon2 AND loca flagIS DESO' (SELECT postingUID FROM tablee) ORDER BY ID EXEC (@rq)

OPEN ad-cursor SET @numberofrecords =@@CURSORROWS @Gicks, @bid, FETCH ABSOLUTE 1FROM ad-cursor INTO@&D, @views, @postingUID SET @cnt=O WHILE @@FETCHSTATUS=0 AND @cnt <100 BEGIN SET @ctr = SET @rating =0

IF @views >0 AND @clicks> 0 BEGIN SET @rating =100 SET @ctr =((@ratingI@views) * @clicks) SET @rating =(@bid* @ctr) .END @clicks, INSERT #tablel VALUES (@ID, @ctr, @rating, @bid, @views, @postingUID) FETCH NEXT FROM ad-cursor INTO &, @views, @cicks, @bid, @postingUlD SET @cnt = @cnt+1 SET @totalAds =@totalAds +1 END CLOSE ad-cursor

DEALLOCATE ad-cursor END - Set variables for sorting

DECLARE @totalRating decimal(9,4), @totalVies decimal(9,4), @rating_pr decimal(9,4), @viewpr decimal(9,4), @avgrating decimal(9,4), @minfrating decimal(9,2) SET @totalRating =(SELECT SUM(rating) FROM tablee) SET @totalViews =(SELECT SUM([views]) FROM tablee) -SET @avgating=(SELECT AVG(rating) FROM tablee) SET @avgrating = (SELECT MAX(rating) FROM tablee) - Sort ads by ratings

DECLARE ad-cursor CURSOR SCROLL KEYSET FOR SELECT [ID}, ctr, rating, bid bid, [views], clicks, postingUlD FROM tablel ORDER BY rating DESC, DESC

OPEN ad-cursor SET @numberofrecords = @@CURSORROWS FETCH ABSOLUTE i FROM ad cursor INTO @ID, @ctr, @rating, @bid, @views, @clicks, @postingUID SET @cnt=0 SET @1i= 0 SET @numberofBlocks = I SET @total ratinginBlock = 0

WHILE @@FETCHSTATUS=0 AND @cnt < (@numberofrecords+1) BEGIN IF @i < @blockSize SET @li =@11+1 ELSE BEGIN SET @li = I SET @numberofBocks = @numberofBlocks + 1 END IS IF (@views < 100 OR @views IS NULL) AND (@clicks= 0 OR @clicks NULL) SET@rating = @avgjating IF @otalRating > 0 SET @rating pr = (100 / totalRating * @rating) IF @totalViews > 0 SET @view pr = (100 / @totalViews * @views) IF @cnt < 5 UPDATE dbo.ads$ET [views]=[views] +1 WHERE [ID=ID AND ad option2

INSERT#table2 VALUES (@num berofBlocks, @1D, @ctr, @rating, @bid, @views @clicks,@ratingpr @view pr, @postingUID) FETCH NEXT FROM ad-cursor INTO @D, @ctr, @rating, @bid, @views, @clicks, @postingUID

SET @cnt =@cnt+1

END CLOSE adcursor DEALLOCATE adcursor

DROP TABLE tablel SELECT TOP 5 a.[ID], a.rating pr, a.viewpr, b.area, a.postingUID, b.ur='class'THEN b.posting_date, b.main categoryUlD, folder=CASE WHEN 'class'ELSE 'item' END b.title, heading=CASE WHEN (b.heading IS NOT NULLAND b.heading <> ") THEN b.heading ELSE b.headingalt END, b.price, b.specialPrice, b.onSpecial, b.[description], b.src, region=(b.city+','+b.stateCode), b.timeZone, bcategoryName, b.sub categoryUlD, b.subCategoryName FROM #table2 aINNER JOIN dbo.depotjitems b ON a.postingUD=b.[D]

DROP TABLE #table2 END GO

of the .swf template file renders the

[0085] Using the data from the dispatcher server, the coding advertisement, drawing a variety of elements including messaging, including text, images, and that retrieves the third party digital content from a variety of locations. A sample of coding provided below: parameter/command data for the ad selected by the auction is

<%@LANGUAGE="VBSCRIPT" CODEPAGE="1252"%>

Dim searchString, numberOfSpots, category, city, stateCode, postingUID, i searchString = "key words sent from ad module" numberOfSpots = 5'can be any number starting from 1 category = 3 ' if there are category-based city= 1180' city ID in database stateCode = "AZ"' or other region criteria postingUlD = 0 ' needed to filter ads of the product on the actual product page i= 0

set adsRs = Server.CreateObject("ADODB.Recordset") adsRs.ActiveConnection = connection-string adsRs.CursorType = 0 adsRs.CursorLocation = 2 adsRs.LockType = 3 adsRs.Open("dbo.ab-AdAuction"' & searchString &"', " &

numberOfSpots&", " & category&", " & city&", ' & stateCode&"', " &

postingUID)

While Not adsRs.EOF

Response.Write "&ad" &i "=" & adsRs.Fields.1tem("ID").Value i=i+1 adsRs.MoveNext Wend adsRs.Close() adsRs.ActiveConnection =Nothing Set adsRs = Nothing server, the coding of the .swf file also establishes

[0086] Using data received from the dispatcher to store and provide to system users a connection to a tracking server which is preferably used interaction, such as via clicks, website advertisement viewer activity tracking data. On viewer connections, with one to the the coding of the .swf file establishes two substantially simultaneous the second is the actual link from the ad indicated tracking server for tracking purposes and scenario). A sample depiction of an ad location to the advertised content (click-through

system dispatcher server is provided in FIG. 4. parameter/command database file stored in the of: in a preferred embodiment comprises the steps

[0087] The method of the present invention in electronic file format in a mass selecting one or more digital content files previously stored cost-per storage device of a computer system made available for licensing on a cost-per-click, or in creating an ad for placement on a website impression or other pay-per-use basis for use the system other network location; storing in an ad parameter/command file within a database at and assemble said licensed content as well as dispatcher server the commands needed to retrieve ad, the keyword the total cost-per-click or other cost-per-use of the licensed content used in the bid amount for display topic terms, if any, that the ad will be associated with and the advertiser's are entered as search queries or of the ad at a specified location when the specified search terms to be displayed clicked on as links and tracking parameters, for use upon selection of the ad network location, which, when clicked placing an ad billboard module at the desired ad display location to communicate with the dispatcher on by the website user, causes the website or other the stored ad server to execute an auction to select the ad to be displayed, and then retrieve and then using parameter/command file for the selected ad from the dispatcher server database retrieve the ad the retrieved values in said data string and commands for said ad placement, to them at content files from where they are stored, assemble them into the overall ad and display go-to web' the specified network location. The advertisement viewer is then directed to specified with respect to said advertisement. page(s) depending on said advertisement viewer's activity and The advertise.r is charged the total cost-per-click or other cost-per-use charge for the licensed ad content and the ad space every time the advertiser's ad is run and, the content licensor and space location owner are paid. without

[0088] In a preferred embodiment, the ad viewer can access and view the advertisements

having to download or cache any files on the website user's system. Utilizing FSDC technology,

the ad's custom tracking parameters as well as the ad viewer's actions in clicking on the ad links

provided is itself used as a tracking signal by the system and is saved in the related tracking

database.

[0089] Referring now' to FIG. 6, when a network user (in an Internet-based embodiment) or enters a requests a webpage where the billboard module is embedded, referencing a keyword, dispatcher query using the keyword 220, the billboard module executes a request to the system's

server to run an auction for selection of the particular ad file to be displayed from the group of ad

files that have the same keyword and display location references based on the bids placed for

display of such ads 240 and then to retrieve the ad placement parameter file for the selected ad

200. This ad file may be a static HTML image file, but also may be an advertising template file

that plays within the module and refers to the dispatcher server which contains unique identifiers

for that particular ad placement transaction stored in the database. The database can be in SQL

Access or any other server-based Server format, or, alternatively, it can be in Oracle, Microsoft

database format. The database stores the unique parameters for the particular ad placement addition to other rendering. The stored information contains the following components in

customizable parameters: ad content files .[0090] 1. URL link to the ad content files to be shown (the can be located on any server, but are preferably stored in a database within a separate content server so that updating of one content files can be done separately from use of the system at web location rather than on every website where an ad is-placed). as

[0091] 2. Variables that hold custom parameters for tracking (as many needed), including link(s) to click action target page or pages. total for the

[0092] 3. The cost-per-click or other cost-per-use charge licensed content used in the ad. and/or in

[0093] 4. The "bid" price for display of the ad in a desired location response to one or more specified search query terms.

the ad will

[0094] 5. The specified search keywords/query terms with which be associated. initiates the link to the ad template file

[0095] The dispatcher server, in response to the request, including text and font at the ad server and passes into it the following information: messaging go-to format, location of images, location of third party digital content files, Location of link to 210. The ad then grabs this page and variables that contain custom tracking parameters

information from the query string and acts accordingly (displaying ad file 250 and sending

tracking parameters to a tracking server using FSDC in a preferredembodiment 260).

System Screens samples of the system's

[0096] Asfurther described below, FIGS. 7-35 depict representative

graphical user interface screens, which provide a system user template for creating for retrieval, assembly and parameter/command uniform resource locator address data string files

display, to be stored as files within the database of the dispatcher server.

for users below, depict sample system user screens

[0097] Figures 9-21, each discussed further walk the advertiser through a of. the system seeking to create and place ads. These screens selection of ad content, inputting text and straightforward process of creating the ad, including destination, size, associated keywords and/or messaging for the ad, designating the ad title, click

ad placement payment options, budgeting, geographic region for ad overage and categories, in the samples, main menu items such as other parameters. The screens can have, as depicted new ads and "My Rich Media Ads" "Create New Ad" which leads to the screens for creating can access and use the ads. which leads to screens whereby the users of the system user registration login screen. Users who

[0098] FIG. 7 depicts a sample system user/advertiser and password to access the system as are registered with the system enter their user identification register with the system by completing an online depicted in FIG. 8. New operator users must operator users are presented with a screen form as depicted in FIG. 7. Once logged in, website portfolio and tracking such as FIG. 8 which has various options, including edit user information,

and add new advertisement. input screen. After logging in, the

[0099] FIG. 9 depicts a sample advertisement creation then enters the destination for advertisers enters a title for the ad to be created. The advertiser when they click on the ad. The the advertisement, which is where the ad viewers will be directed website or can designate the system's e advertiser can designate its own website or a third party capability of their own to commerce depot which allows advertisers that do not have e-commerce purchase the advertiser's products on use the system's features which allow ad viewers to FIG. 10 depicts a sample services, providing electronic payment and order/purchase processing. then selects the ad size at a screen advertisement click destination input screen. The advertiser then selects the ad creative content such as the sample screen depicted in FIG. 11. The advertiser the sample files to be used in the ad, via a content library provided via a user screen such as desired ad text and screen depicted in FIG. 12. The advertiser then enters the advertiser's input screen depicted ii messaging, via an input screen such as the sample ad text and messaging such as the sample preview FIG. 13. The advertiser then previews and saves the ad, via a screen region for which and save screen depicted in FIG. 14. The advertiser then selects the geographic to run the ad. This feature enables very targeted advertising. FIG. 15 depicts a sample program for the ad via an geographic region input screen. The advertiser then selects a payment 16. The options, as ad- placement options screen such as the sample screen depicted in FIG. pay-per previously mentioned can include all varieties of payment, such as, without limitation, click, payment of a specified fixed amount for a specified number of views, ad swapping, with bartering, and other payment options. The advertiser then enters keywords to be associated the designated the ad, as well as the advertiser's bid for display of the adwhen triggered by amount input screen, in an keywords. FIG. 17 depicts a sample keyword and maximum bid in real embodiment utilizing a pay per click ad charging payment option. The advertiser can test time the effectiveness of its keyword and bid selections and calibrate them accordingly to achieve best results. The advertiser also creates an advertising budget if the ad is being paid for via a pay per view/impression payment option, via an ad placement plan budget input screen to such as the sample screen depicted in FIG. 18. The advertiser also an select target categories screen be associated with the ad, via a target category selectionscreen such as the sample where an depicted in FIG. 19. FIG. 20 depicts a sample of another ad budget data input screen advertiser can create a budget using different parameters, such as, for example, but without limitation, a maximum several budget or a maximum daily limit. The advertiser then enters the ad. When the payment information, such as the advertiser's credit. card data to pay for

(an ad payment data input screen), all of the ad advertiser clicks "Submit" as depicted in FIG. 21 ad is published. information is sent to the dispatcher server and the

22-32, each discussed further below depict sample system users screens for users

[0100] Figures own site. As shown in the figures that have websites and are seeking to publish ads on their menu items, such as, for example but without referenced above, the screens can have several website information, "My limitation, "My Websites" which includes the ad publisher's established by the ad publisher, Billboards," which includes the parameter files for billboards that take the ad publisher through the and "Create New Billboard," which leads to the screens system ads. steps for establishing a billboard for display of via and upload their website logo into the system

[0101] Ad publishers first register their website depicted in FIG. 22. The ad publisher a Website Registration screen such as the sample screen via a billboard ID input screen such as then enters an identification for the billboard to be created a payment program to associate with the sample depicted in FIG. 23. The ad publisher selects the ad publisher would charge the billboard being created. These are the parameters by which a sample advertising program selection when an ad is displayed in the billboard. FIG. 24 depicts pay per click or pay per view, screen, showing three non-limiting examples of options, such as the size for the billboard via a ad swapping and affiliate programs. The ad publisher also selects The ad publisher can customize the size selection screen such as the sample depicted iiiFIG. 25. or select options to match the ad billboard by selecting border color, background color, text color selection screen. The ad publisher publisher's website. FIG. 26 depicts a sample customization for relevant ad placement. FIG. then selects target categories to be associated with the billboard The ad publisher then receives 27 depicts a sample billboard target category selection screen. forBillboard" screen such as the code to copy and paste into their website page, via a "Get Code up, (where the sample depicted in FIG. 28. If an interstitial advertisement billboard is set also prompted toenter the URL for advertisement runs between web pages) the ad publisher is URL input screen. In the skip/destination web page. FIG. 29 depicts a sample skip/destination URL generated by the system which the case of interstitial ads, the ad publisher is given a unique website in the place of the skip/destination the publisher copies and pastes into the ad publisher's the interstitial ad, URL. When an ad viewer clicks on thelink/billboard space, the user first sees the viewer is directed to the then the destination page. If the viewer clicks on the ad then that created the ad. FIG 30 interstitial ad's destination URL that was specified by the advertiser ad publisher places the billboard module depicts a sample interstitial URL copying screen. The module communicates code in their website. When the website page is requested, the billboard in the billboard module with the dispatcher server and an advertiser's ad is selected and rendered ad publisher billboardlocation within a space on the designated page. FIG. 31 depicts a sample represented by the "Need website screen, showing the placement of the billboard module, is Shoes??? Click Here!" area of the screen. With search engine websites, when the page and passes it to the billboard module and requested, the system determines the searched keyword server and advertiser's ad is the billboard module communicates with the system dispatcher page. A sample of a selected and rendered in the billboard module on the ad publisher's web in the sample ad rendered shoe ad in response to a query using the Keyword "Shoes" is depicted age screen in FIG. 32 The system also provides various publisher search engine web data base listing operational parameter/data screens, FIG. 33 depicts a sample ad parameter statistics screen with showing multiple ad parameter files. FIG. 34 depicts a sample ad campaign sample single ad data regarding performance of ads and budget consumption. FIG. 35 depicts.a statistic screen.

are saved in the system ad parameter file

[0102] Information about the content file(s) selected row as shown in FIG. 14. In the database as a row of data and a unique ID is given tothe A, the cost per use of the licensed ad example in FIG. 14, the unique id is noted in Column bid by th advertiser for content used in the ad is noted in Column H and the cost-per-click in Column J is noted in Column I. The ad display of the ad in response to keywords specified the system and the offered ad display space is display location owner is also registered with keywords designated by the ad embedded with a billboard module associated with specified be location's owner. The designation by the ad space owner/ad publisher of keywords to display network location enables the ad associated with the billboard module embedded at a particular that the ad space owner would like to run at space owner to designate the subject matter of ads either requests a web page that contains the particular location. When a network user/ad'viewer billboard module or enters one of the the embedded billboard module, otherwise acts on the to select the ad to be displayed designated keywords as a query, the system conducts the auction location, and then the ad from the group of ads that reference the same keyword and display the commands are retrieved and run, parameter/command file for the selected ad is accessed and files in accordance with the retrieving, assembling and displaying the licensed content

instructions. system tracking screens, meta data on

[0103] As shown in FIGS. 34 and 35,whieh depict sample file for the ad via FSDC, and the licensed any action taken on the ad is sent back to the database advertiser preferably places a ad content usage and ad display location charges are applied. The is displayed. deposit with the system to be drawn against as the advertiser's ad or in relation to the use of specified

[0104] The ad spots can be made available either generally

search terms or keywords. In the case of a website, the website operator can designate into the code for the billboard keywords that relate to a particular ad space by entering the words system user interface module that will be embedded at the ad space location. This is done via the can be when the web publisher creates a billboard module. In case of a search engine, keywords to place an ad at the ad assigned to an ad space from the search field entry. Advertisers seeking specific keywords to be associated space noted enter into the system ad parameter data file the the designated with the ad and a maximum bid for display of the ad at the designated space when once selected based on the bid for keywords are entered as search queries. The ads are displayed each ad or other customizable parameters such as, for example, frequency of display (e.g., or other). Advertisers display the ad periodically, such as onde a day or every five ads displayed, ad based on such can run test auctions to assess the bid amount and frequency of display of the bid amount. Sample system code for executing a test auction is provided below:

[01051 Sample Test Bid Ad Auction SQL procedure: CREATE PROCEDURE dbo.abtestAdauction (@postingUID INT, @ad-option INT, @test..bid money, @bockSze INT, @keywords nvarchar(150), @search nvarchar(50), @showtime decimal(9,2) OUTPUT, @best-ctrdecima(9,2) OUTPUT, @competitors INT OUTPUT, @goodwords INT OUTPUT) AS .

SET NOCOUNT ON BEGIN

- Check first 5 search words (where search is URLencrypted string) against keywords DECLARE @mesStr varchar(60), @curStr INT, @varl varchar(60), @var2 var.char(60), @var3 varchar(60), @var4 varchar(60), @var5 varchar(60)

BEGIN SET @goodwords = 0 IF (@keywords LIKE'% '+@search+'%'OR LEFT(@keywords, LEN(@search)+1) LIKE @search+'%'OR RIGHT(@keywords, LEN(@search)+1) LIKE'% '+@search+") SET @goodwords = 1 ELSE BEGIN SET @varl "

SET @var2 =

SET @var3 = SET @var4 = SET @var5 = SET @mesStr = @search -Word # 1 SET @curStr = 0 WHILE @curStr < LEN(@mesStr) BEGIN IF SUBSTRING (@mesStr, @curStr,1) ='+ IF @varl=" BEGIN SET @varl LEFT(@mesStr,@curStr -1) SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@varl)+1)) END SET @curStr = @curStr +1 END IF @varl "

SET @varl @mesStr ELSE IF (@keywords LIKE'% '+@varl +'%OR LEFT(@keywords, LEN(@var1)+1) LI(E @varl+'%'OR RGHT(@keywords, LEN(@varl)+1) LIKE '%'+@varl+") SET @goodwords I

- Word # 2 IF LEN(@search) >= (LEN(@mestr) + I + LEN(@varl)) BEGIN SET @curStr = 0 WHILE @curStr < LEN(@mesStr) BEGIN IF SUBSTRING (@mesStr, @curStr,1)= IF @var2 "

BEGIN SET @var2 LEFT(@mesStr,@curStr -1) SET @mesStr = RIGHT(@mesStr, LEN(@mesStr)- (LEN(@var2)+I)) END SET @curStr =@curStr +1 END IF @var2=" SET @var2 =@mesStr

END

IF (@keywords LIKE '%'+@var2+'%'OR LEFT(@keywords, LEN(@var2)+1) LIKE @var2+'%'OR RIGHT(@keywords, LEN(@var2)+1) LIKE '% '+@var2+'') SET @goodwords = i

- Word # 3 IF LEN(@search)>= (LEN(@mesStr) + I + LEN(@var) + I +

LEN(@var2)) BEGIN SET @curStr = 0 WHILE @curStr < LEN(@mesStr)

BEGIN IF SUBSTRING (@mesStr, @curStr,1) =' IF @var3 BEGIN SET @var3 =LEFT(@mesStr,@curStr -1) SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@var3)+1)) END SET @curStr @curStr +1 END IF @var3 SET @var3 @mesStr ELSE IF @search LIKE @var3 SET @goodwords = 1 END

IF (@keywords LIKE'% '+@var3+'%' OR LEFT(@keywords, LEN(@var3)+I) LIKE @var3+' %'OR RIGHT(@keywords, LEN(@var3)+1) LIKE '% '+@var3+'') SET @goodwords = 1

- Word # 4 IF LEN(@search) >(LEN(@mesStr)+ 1 + LEN(@var1) + 1 LEN(@var2) + I + LEN(@var3)) BEGIN + SET @curStr = 0 WHILE @curStr < LEN(@mesStr) BEGIN IF SUBSTRING (@mesStr, @curStr,1) =' IF @var4 "

BEGIN SET @var4 LEFT(@mesStr,@curStr-i) SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@var4)+1)) END SET @curStr = @curStr +1 END IF @var4=" SET @var4 =@mesStr ELSE IF @search LIKE @var4 SET @goodwords = I END

IF (@keywords LIKE '%'+@var4+'%'OR LEFT(@keywords, LEN(@var4)+i) LIKE @var4+'%'OR RIGHT(@keyWords, LEN(@var4)+1) LIKE '% '+@var4+'') SET.@goodwords = 1

- Word # 5 IF LEN(@search) >= (LEN(@mesStr) + I + LEN(@var) + I +

LEN(@var2) + I + LEN(@var3) + 1 + LEN(@var4)) BEGIN SET @curStr = 0 WHILE @curStr < LEN(@mesStr) BEGIN IF SUBSTRING (@mesStr, @curStr,1) =+' IF @var5 BEGIN

SET @var5 = LEFT(@mesStr,@curStr -1) SET @mesStr = RIGHT(@mesStr, LEN(@mesStr) - (LEN(@var5)+1)) END SET @curStr = @curStr +1 END IF @var5 "

SET @var5= @mesStr ELSE IF @search LIKE @vari SET @goodWords = I END

IF (@keywords LIKE'%'+@var5+'%'OR LEFT(@keywords, LEN(@var5)+1) LIKE @var5+'%'OR RIGHT(@keywords, LEN(@var5)+1) LIKE'%'+@var5+'') SET @goodwords =

END END

IF @goodwords=l BEGIN SET @search = Replace(@search,'+',") IF EXISTS (SELECT postingUID FROM dbo.ad-classifieds WHERE FREETEXT(*, @search) AND stopjlag IS NULL AND ad-option=1 AND postingUID <> @postingUID AND postingUID IS NOT NULL) -There are competitorst! BEGIN

- Set temp tables CREATE TABLE #table2 (blockNumber INT DEFAULT (0), [ID] INT DEFAULT (0), ctr decimal(9,4) DEFAULT (0), rating decimal(9,4) DEFAULT (0), bid money DEFAULT (0), (views]'decimdl(9,4)DEFAULT (0), clicks decimal(9,4) DEFAULT (0)) CREATE TABLE tablel ([ID] INT DEFAULT (0), postingUID INT DEFAULT (0), ctr declinal(9,4) DEFAULT (0), rating decimal(9,4) DEFAULT (0), bid money DEFAULT (0), [views] decimal(9,4) DEFAULT (0), clicks decimal(9,4) DEFAULT (0)) - Set common variables DECLARE @totalRating decimal(9, 2), @blockRating decimal(9, 2), @blockNumber INT, @rq varchar(8000) DECLARE @l1 INT, @recordpostingUlD INT, @total_ratinginBlock decimal(9,4), @procentage decimal(9,4), @numberofrecords INT DECLARE @D INT, @views decimal(9,2), @clicks decimal(9,2), @percentage decimal(9,4), @bid money, @cnt INT, @ctr decimal(9,4), @rating decimal(9,4) DECLARE @numberofBlocks INT, @avclicks decima(9,2), @av_views decimal(9,2), @avctr decimal(9,4)

- Set request and run it SET @rq='DECLARE ad-cursor CURSOR SCROLL KEYSET FOR SELECT [ID], postingUID, [views], clicks, bid FROM dbo.ads WHERE FREETEXT (*,'"+@search+"') AND stop_flag IS NULL AND adoptIon='+Str(@adoption)+' AND postingUID<> '+STR(@postingUID) EXEC (@rq) OPEN ad cursor SET @nuiberofrecords = @@CURSORROWS FETCH ABSOLUTE I FROM ad-cursor INTO @lD, @record_postingUID, @views, @clicks, @bid SET @cnt=O WHILE @@FETCH. STATUS=O BEGIN

- Set click through rate and rating based on bid amount and click through rate as a coefficient SET @ctr = 0 SET @rating = 0

IF (@views > 0 AND @clicks > 0 AND @bid >0) BEGIN SET @ctr = ((100 / @views) * @clicks) SET @rating = (@bid * @ctr) END -- save record in temp table INSERT tablel VALUES (@D, @record_postingUID, @ctr, @rating, @bid, @views, @clicks) . FETCH NEXT FROM ad_cursor INTO @ID, @recordpostingUID, @views, @clicks, @bid SET @cnt = @cnt+1

END CLOSE ad.cursor DEALLOCATE ad-cursor - Set testing click through rate and rating based on average stats IF EXISTS (SELECT [ID] FROM tablel WHERE ctr > 0) BEGIN SELECT @av views = AVG([views]), @av.clicks = AVG([clicks]), @avsctr = AVG(ctr) FROM tablel SET @rating=(@test-bid * @av-ctr) END ELSE SELECT @av-views=0, @av clicks=, @avctr=0, @rating=100.00/(@numberofrecords+1) - Keep testing record INSERT INTO tablel ([D], postingUID, ctr, rating, bid, [views], clicks) VALUES (0,@postingUID, @av_ctr, @rating, @test-bid, @av-views, @aviclicks)

Sort by ratings and blocks to be shown where rating is used as % of - total views

DECLARE ad cursor CURSOR SCROLL KEYSET FOR SELECT [D], ctr, rating, bid, [views], clicks FROM tablel ORDER BY rating DESC

OPEN adcursor

FETCH ABSOLUTE I FROM ad-cursor INTO @D, @ctr, @rating, @bid, @views, @clicks SET @cnt=O SET @i = 0 SET @numberofBlocks = I SET @total-ratinginBlock = 0

WHILE @@FETCHSTATUS=O BEGIN IF @li < @blockSize SET @1i = @i+1 ELSE BEGIN SET @1i = I SET @numberofBlocks = @numberofBlocks + I END

IF @av.ctr=0 SET @rating = 100.00/(@numberofrecords+1) INSERT #table2 VALUES (@numberofBlocks, @D, @ctr, @rating @bid, @views, @clicks) FETCH NEXT FROM ad_cursor INTO @D, @ctr, @rating, @bid, @views, @clicks SET @cnt =@cnt+1 END CLOSE adcursor DEALLOCATE ad-cursor

SELECT @blockNumber=blockNumber FROM #table2 WHERE [D]=O SET @totalRating =0 SET@blockRating 0 IF EXISTS(SELECT rating FROM #table2 WHERE rating > 0) BEGIN SELECT @totalIRating=SU M(rating) FROM #table2 SELECT bockRating=SUM (rting) FROM #table2WHERE blockNumber@blockNumber END

--Get %ofthe timesfor thetesting adwill show up SET@showtime 0 IF totalRating > 0AND blockRating> 0 SET @showtime ROUND(( 00.00/@totaRating * @blockRating),2) Get the best click through rate SET @best ctr 0 SELECT @best ctr=MAX(ctr) FROM #table2 WHERE [ID] <> 0

- Get number of competitors SET @competitors = @numberofrecords

SELECT * FROM tablel SELECT * FROM #table2 DROP TABLE #tablei DROP TABLE #table2END ELSE - No competitors SELECT @blockNumber=1,@best ctr=0, @showtime=100, competitors0

END ELSE - Keywords do not contains search words SELECT @blockNumber=, @best_ctr=O, @showtime=O, @competitors=0 END GO

[0106] When the billboard module embedded in the ad space and the web page is requested or

otherwise acted upon by a network user/ad viewer, the ad module is initiated and a message is

sent to the system dispatcher server passing the specific keyword and ad space data for the

system software applications to identify the group of ads that will participate in the auction, and

then conduct the auction for the spot to determine which ad will be displayed in the particular

instance. A number of variables can be compared in the auction selection process, including, for

example, the number of ads in queue that are associated with the keyword at the time of the

request, the number of total available advertising spots associated with the keyword, bid amount,

and the current click-through rate of each ad associated with the keyword. The advertisement

that is selected is then displayed and the advertiser is charged each time the ad is displayed or

clicked'for both use of the licensed content comprising the ad and the display of the ad at the

designated location. The advertiser can easily manage an online ad campaign based on a budget,

geographical region and tracking details such as click-through rate, and sales rate, as shown in

the system advertiser account screen. The system allows for targeted advertising with increased to any search system or flexibility as the ad placement and selection for display is not limited technology. an embodiment wherein the billboard

[0107] FIG. 36 describes the system process flow in process flow in an module is embedded an informational website. FIG. 37 describes the system screen. FIG. 38 embodiment wherein the billboard module is embedded in a search engine module is embedded describes the system process flow in an embodiment wherein the billboard flow in an in a mobile device such as a cellular phone. FIG. 39 describes the system process

embodiment wherein the billboard module is embedded in an electronic billboard. product/catalog information in

[0108] FIG. 40 depicts a sample system user screen for position can sell their the system, by advertiser that do not have their own e-commerce capability on "post"to post their product products to users that view their advertisements. Advertisers click their products information creating their own e-commerce catalog in the system and then connect purchases and to their ads, with the system providing the functionality to process orders, the posted products of payment electronically.FIG. 41 depicts a sample system screen showing When a advertisers. FIG. 42 depicts an information and selection page for the same products. shopping chart viewer of the ad clicks on "buy," the system adds the item to a system electronic FIG. and then completes processing of the purchase transaction, including payment processing.

43 shows a sample checkout payment screen. Various options for payment exist such as, without

limitation, check, creditcard, paypal or other forms of payment. considered

[0109) While the present invention has been shown and described herein inwhat are prior art to be the preferred embodiments thereof, illustrating the results and advantages over the

obtained through the present invention, the invention is not limited to those specific as embodiments. Thus, the forms of the invention shown and described herein are to be taken scope illustrative and other embodiments may be. selected without departing from the spirit and of the present invention.

Claims (40)

1. CLAIMS: 1. A system comprising: a database configured to store aplurality of records comprising: one or more commands for retrieving one or more of a plurality of electronic content files designated by one or more advertiser users; one or more commands for assembling and presenting the one or more designated electronic content files as an electronic advertisement at one or more of a plurality of advertisement presentation locations; and one or more parameters for presentation of the electronic advertisement at the one or more advertisement presentation locations; and one or more computing systems operable to: generate billboard code for placement at a particular one of the one or more advertisement presentation locations; select, in response to a communication from the billboard code over a network, a particular one of the plurality of records; and provide instructions for the billboard code to retrieve one or more of the plurality of electronic content files associated with the particular record and present the retrieved one or more electronic content files as a displayed advertisement in an area designated by the billboard code.
2. 2. The system of Claim 1, wherein the billboard code utilizes file server direct connection to transmit one or more one-way non-conversational messages to the one or more computing systems over the network, the non conversational messages comprising one or more of: tracking data pertaining to advertisement presentation using the retrieved one or more electronic content files; usage of the retrieved one ormore electronic content files; usage of the particular advertisement presentation location for presentation of the displayed advertisement; and an advertisement viewer's activity with respect to the displayed advertisement.

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3. 3. The system of Claim 1,the one ormore computing systems further operableto: permit the advertiser users to upload product and services information; and conduct e-commere transactions involving purchase of the products or servies from the advertiser users in response to an advertisement of the advertiser users.
4. 4. The system ofClaim1, wherein the one ormore parameters comprise one or more of: an advertisement audience geographic location; an advertisement audience demographic category; an advertisement presentation location subject matter category; a topic keyword; asystemadvertiser user bid for presentation of an advertisement of the systemadvertiseruser; acontentfile usage cost; anadvertisementpresentation location usage cost; an advertisementpresentation location paymentoption; an advertisement click-through destination; advertisement presentation space dimensions; a click-through rate; a display region; and an advertisement type.
5. 5. The system of Claim 4, wherein the one or more computing systems comprise an algorithm operable to select the particular one of the plurality of records based on a plurality of system advertiser user bids for placement of the system advertiser users' advertisements at the plurality of advertisement presentation locations.

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6. 6. The system of Claim 5, wherein the system advertiser user bid comprises atotal bid covering a fee for use ofthe one or more electronic content files and a fee for use of the one or more advertisement presentation locations.
7. 7. The system of Claim 1, wherein the one or more computing systems comprise a dispatcher server and a tracking server.
8. 8. The system of Claim 1, wherein the network comprises the Internet.
9. 9. The system of Claim 1, wherein the network comprises a cable communications network.
10. 10. The system of Claim 1, wherein the network comprises a cellular communications network.
11. 11. The system of Claim 1, wherein the network comprises a satellite communications network.
12. 12. The system of Claim 1, wherein the network comprises a combination of two or more networks selected from the group consisting of local area computer networks, wide area computer networks, the Internet, cable communications networks, satellite communications networks, television frequency networks, radio frequency communications networks, and cellular communications networks.
13. 13. The system of Claim 1, wherein the billboard code is activated by an access to an advertisement presentation location wherein the billboard code is placed.
14. 14. The system of Claim 1, wherein the billboard code is activated by a click on a link at a network location wherein the billboard code is placed.

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15. 15. The system of Claim 1, wherein the billboard code is activated by a click on a symbol at a location wherein the billboard code is placed.
16. 16. The system of Claim 1, wherein the billboard code is activated by entering a term as a query on a search engine, the billboard code being placed at the search engine.
17. 17. The system of Claim 1, wherein the plurality of advertisement presentation locations comprise a physical electronic billboard.
18. 18. The system of Claim 1, the plurality of advertisement presentation locations comprise a wireless mobile device display screen.
19. 19. The system of Claim 1, the one or more computing systems further operable to provide one or more user interfaces operable to: permit the one or more advertiser users to: select the one or more electronic content files; provide customized text content to be presented in the electronic advertisement; and designate the one or more advertisement presentation locations and the one or more parameters for presentation of-the electronic advertisement at the one or more designated advertisement presentation locations; and permit one or more advertisement presentation location providers to make available one or more of the plurality of advertisement presentation locations on the network for presentation of advertisements.
20. 20. The system of Claim 1, the one or more computing systems further operable to: calculate one or more fees associated with use of the electronic content files and of the advertisement presentation locations; bill the advertiser users for use of the electronic content files; bill the advertiser users for presentation of the electronic content files advertisement at the one or more advertisement presentation locations;
21. 60 7069663vl sxy provide payment to one or more content licensors for use of the electronic content files; and provide payment to one or more advertisement presentation location providers providing for use of the advertisement presentation locations. 21. The system of Claim 1, wherein the billboard code is further operable to: designate the area for the displayed advertisement; retrieve the one or more of the plurality of electronic content files associated with the particular record; and display the retrieved one or more of the plurality of electronic content files associated with the particular record.
22. 22. The system of Claim 1, wherein: the conmunication from the billboard code comprises one or more of one or morekeywords; one ormorecategories; and dimension of the designated areafor the displayed advertisement; and selecting the particular one of the plurality of records comprises conductingan auctionbasedonthecommunication fromthe billboard code.
23. 23. A ethod comprising: receiving designation of one or more content files stored in a content server, the oneormore content filesmade available for use in creating an advertisement; receiving one or morep arameters forpresentation of the advertisement; receiving designationofone or more of a pluralityofadvertisement presentation locations on network forpresentation of the advertisement; generating billboard code for placement at a particular advertisement presentationlocation; selecting, based on a communication from the billboard code, a particular record fromoneor morerecords stored in a database; and

    61 70696630 sxy providing one or more instructions for the billboard code to retrieve and present one or more content files designated in the selected particular record as a displayed advertisement within a spacedesignated by the billboard code.
24. 24. The method of Claim 23 further comprising storing a record in the database, the recordcomprising: anetworkaddress of the designated one ormore advertisement presentation locations; a server location address for the designated one or more content files; and one or moreadvertisenent parameters and tracking parameters; wherein the one or more advertisement parameters comprise one or more of the following parameters: an advertisement audience geographic location, an advertisement audience demographic category, an advertisement presentation location subject matter category, a topic keyword, a bid of a system advertiser for presentation of an advertisement of the system advertiser, a content file usage cost, an advertisement presentation location usage cost, an advertisement presentation location payment option, an advertisement click-through destination, advertisement presentation space dimensions, a click-through rate, and a presentation region and advertisement type.
25. 25 Them ethod fClai 24, further omprising storing in the record one ororre of: one or more keyword terms; a cost for use of the one ormore content files; a cost for useof the one or more advertisement presentation locations; and oneororecomands forretrieving,assembling,and presenting the one ormore content filesand customized text content s an advertisement.
26. 26. The methodof Clai 24, wherein the bid comprises a total bid coveringafeeforuseoftheoneormoreelectroniccontentfilesandafeeforuse of the one ormnore advertisement presentation locations.

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27. 27. The method of Claim 23, wherein selecting the particular record is based on system advertiser user bids.
28. 28. The method of Claim 23, wherein the billboard code is activated by an access to an advertisement presentation location wherein the billboard code is placed.
29. 29. The method of Claim 23 wherein the billboard code is activated by a click on a link on a network location wherein the billboard code is placed.
30. 30. The method of Claim 23, wherein the billboard code is activated by a click on a symbol at a location wherein the billboard code is placed.
31. 31. The method of Claim 23 herein the billboard code is activated by enteringatermas aquery on search engine, the billboard code being placed at the search engine.
32. 32. ThemethodofClaim23, wherein the plurality of advertisement presentation locations omprise a wirelessmobile device display screen.
33. 33. The methodof Claim 23, wherein the plurality of advertisement presentation locationscomprise a physicalelectronic billboard.
34. 34. A system comprising: asystem-end computer communicatively coupled with one or more electronic content serversand network, the one or more electronic content servershaving stored thereon a plurality of content files; and a dispatcher server communicatively coupled with the system-end computer and one ormoreadvertisement presentation locations on the network, wherein the dispatcher server is operable to: generate billboard code for placement at the one or more advertisement presentation locations on the network; select, in response to a communication from the billboard code, a particular record stored in a database;

    63 7069663vl sxy provide instructions for the billboard code to retrieve one or more of the plurality of content files designated in the selected particular record and present the retrieved oneormore content files as a displayed advertisement in an area designated bythe billboard code.
35. 35. The system of Claim 34, further comprising the database operable to store one ormore records comprising: commandsfor etrieving from the one or more electronic content servers one or more of the plurality of content files designated by a system advertiser user; one or more comnmands for presenting the one or more content files as an advertisement; and one or more parameters for presentation of the advertisement at one or more of the advertisement presentation locations; wherein the one or more parameters comprise one or more of the following parameters: an advertisement audience geographic location, an advertisement audience demographic category, an advertisement presentation location subject matter category, a topic keyword, a bid of a system advertiser for presentation of an advertisement of the system advertiser, a content file usage cost, an advertisement presentation location usage cost, an advertisement presentation location payment option, an advertisement click-through destination, advertisement presentation space dimensions, an click-through rate, and a presentation region and advertisement type.
36. 36. The system of Claim 34, wherein the dispatcher server selects the particular record based on system advertiser user bids.
37. 37. The system of Claim 34, wherein the network comprises the Internet.
38. 38. The system of Claim 34, wherein the network comprises a cable communications network.
39. 39. The system of Claim 34, wherein the network comprises a cellular communications network.
40. 40. The system of Claim 34, wherein the network comprises a satellite communications network.

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    41. The system of Claim 34, wherein the network comprises a combination of two or more networks selected from the group consisting of local area computernetworks, wide area computer networks, the Internet, cable communications networks, satellite communications networks, television frequency networks,radiofrequency ommunications networks, and cellular communications networks.

    42. The system of Claim 34, wherein the dispatcher server comprises a tracking server operable to receive one or more one-way non-conversational messages transmitted by the billboard code, the tracking data comprising: data pertaining to advertisement presentation using the retrieved one or more content files; and advertisement viewer activity with respect to the displayed advertisement.

    43. The system of Claim 34, wherein the plurality of advertisement presentation locations comprise a physical electronic billboard.

    44. The system of Claim 34, the plurality of advertisement presentation locations comprise a wireless mobile device display screen.

    Rich Media Club, LLC, A Delaware Limited Liability Company Patent Attorneys for the Applicant/Nominated Person SPRUSON & FERGUSON

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